Physician's Practice and the Sales Rep - Part 1

Sunday, March 31, 2002 | 0

In the last article we discussed some basic premises of professional marketing specifically applied to a medical practice in the workers' compensation industry. We talked about primary and secondary referral sources, and the uniquely personal nature of professional marketing.

Still, there is a role for a professional marketer, or agency. What can you expect when you hire on someone to spread the word about your practice?

There is 'behind the scenes' work - planning, packaging, positioning - and there is the actual face-to-face contact that brings business in directly.

Agencies perform the first element. Agencies are responsible for creating a strategic marketing plan, defining the referral sources, packaging the existing medical service products, positioning the expertise of the physician, and producing communication pieces that will bring those products to market.

The second element is handled by a sales representative. The sales rep will work with the marketing firm to develop individual marketing strategies for each potential referral source, and 'hit the streets' to sell those sources on a regular basis. Depending on the size of the practice/business, the "agency" and the sales rep may be one and same person, or the functions may be handled by different individuals.

The best person for the sales rep job is someone with a medical background who also has sales experience. People that purchase medical services tend to more readily trust those who have medical training. Further, since the public generally needs an intermediary to translate medical knowledge into lay terms, there is a perceived tendency to want the same type of translator relationship from a sales person.

Former nurses are turning to sales in increasing numbers, and are highly suited for the job of selling medical services. They enjoy working with people, have a high degree of medical training, and are anxious to use this background and training in new ways. The entrepreneurial quality of sales creates a dynamic and exciting outlet for new uses of the skill sets of these persons. And don't forget all of the contacts they bring with them from both primary and secondary referral sources as a result of years being "on the front lines".

The physician sales reps are self-starters - independent, hard workers who move through things quickly. They are detail-minded enough to follow through on commitments and be on time for appointments, but they don't get so mired in details that nothing moves along. They have the ability to make a batch of quick phone calls, all of which may not result in an actual sales appointment, but all of which do need to be made to bring in the handful that will pay off.

Good sales reps are good listeners. They absorb what is said, that is, the expressed needs of a potential client. Then, and only then, do they talk about how their package of services can meet those needs, in direct and concrete ways. A skilled sales person will leave a potential client with no feeling of being manipulated or sold on a product. Instead, the customer will be left with a feeling of knowledge on how he can best resolve his problems.

In the next article we will review what a sales rep will sell.

Author Lynn Hartzell is the owner of Lynn Hartzell & Associates, and specializes in marketing physicians to the workers' compensation community. She can be reached at 626-331-7027, or by e-mail at lynn_hartzell@workcompcentral.com.